Doritos Silent
Award: Yellow Pencil
Yellow Pencil / Gaming & Virtual Worlds / Brand Experience / 2024
Award: Graphite Pencil
Graphite Pencil / Media / Use of XR
Award: Graphite Pencil
Graphite Pencil / Direct / Use of XR
Award: Wood Pencil
Wood Pencil / Digital & Social / Use of XR & Emerging Technology
Award: Shortlist
Shortlist / Gaming & Virtual Worlds / Use of Data
Award: Shortlist
Shortlist / Gaming & Virtual Worlds / User Participation
Award: Shortlist
Shortlist / Radio & Audio / Innovation
Doritos tortilla chips are a favourite with gamers globally, providing the fuel needed for long gaming sessions. The problem? Gaming is social, and gamers told us that when with their squads, crunching down the mic caused annoyance, distraction, and – worst of all – losing.
To continue the love affair between Doritos and gamers, we launched “Doritos Silent”, an impossible-sounding (pun intended) feat: the world’s first AI-augmented snack. In a matter of clicks PC gamers could download bespoke software that listened out for Doritos crunches and cancelled them out in real time.
What did the judges have to say?
It recognises and solves the product's own problem: the crunching noise.
Juliana Utsch, Creative Director, GUT
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